THE POWER OF CELEBRITY ENDORSEMENT: A BIBLIOMETRIC ANALYSIS OF PURCHASE INTENTION

Abstract

The purpose of this study was to investigate the influence of celebrity endorsement on consumer purchase intention by conducting a bibliometric analysis of existing research. The study employed a bibliometric analysis approach, utilizing Harzing's Publish or Perish to provide bibliometric indicators, including citation counts, h-indices, and publication metrics. Furthermore, a significant number of academic articles on the topic from various fields and industries were analysed using VOS viewer, a software tool that constructs a citation map from established databases. The study identified the most influential authors and publications in the field of celebrity endorsement. The results of the study indicate that the highest number of publications were recorded in 2020, with the United States having the highest number of publications, followed by India and China. Um, N.H. was found to be the most productive author, and the highly cited article was by C. Amos, G. Holmes, and D. Strutton, titled "Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size." The study also identified the University of Wisconsin-Whitewater, Hongik University, and the University of North Texas as the top three most influential institutions. The findings of this study offer valuable insights into the power of celebrity endorsement in shaping consumer behaviour and highlight the need for further research in this area. It adds to the growing literature on celebrity endorsement and its impact on consumer purchase intention, offering a comprehensive analysis of existing research. The practical implications of this study can assist marketers in developing effective advertising strategies that leverage the power of celebrity endorsement.